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Arens|Schaefer|Weigold Chapter Fourteen Media Planning and Buying Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives • Describe how media planning has changed and what has caused these changes • Discuss the types of media objectives and identify the strategies for achieving these objectives • Identify factors that influence media strategy and tactics 14-2 Learning Objectives • Articulate what is meant by the art of media planning • Describe different types of advertising schedules and the purpose for each • Explain the role of the media buyer 14-3 Media Planning • Directing advertising messages to the right people in the right place at the right time • Considerations for the media planner – Place of advertising – Media vehicles – Time, period, and frequency for advertising – Opportunities for integrating advertising with other communication tools 14-4 Media Planning Framework • Review the marketing and advertising objectives and strategies • Set relevant, measurable objectives that are realistic and achievable • Devise a strategy for achieving the objectives • Develop the specific tactical details of media selection and scheduling 14-5 Marketing Framework for Media Planning Situation analysis Marketing plan Advertising plan Selecting broad media classes Determining media strategy Setting media objectives Selecting media within classes 14-6 Defining Media Objectives • Media objectives translate the advertising strategy into goals • Components – Audience objectives: Definitions of the specific types of people the advertiser wants to reach • Media vehicles: Particular media programs or publications – Distribution objectives: Where, when, and how advertising should appear 14-7 Factors in the Media Strategy Markets • Various targets of a media planner Money • How much to budget and where to allocate it Media • Communications vehicles available to a marketer Mechanics • Dealing creatively with the available advertising media options Methodology • Overall strategy of selecting and scheduling media vehicles 14-8 Factors Influencing Media Strategy Decisions • Scope of the media plan • Sales potential of different markets – Brand development index (BDI) • Percentage of a brand’s total sales in an area divided by the total population in the area – Category development index (CDI) • Percentage of a product category’s total U.S. sales in an area divided by the percentage of total U.S. population in the area 14-9 Factors Influencing Media Strategy Decisions • Competitive strategies and budget considerations • Nature of the medium and mood of the message • Message size, length, and position considerations • Buyer purchase patterns 14-10 Factors Affecting the Probability of Ad Exposure • Senses used to perceive messages • Quantity and type of attention required by the vehicle • Vehicle's role - Information source or a diversion • Vehicle's focus - General or specialized audience • Intrusiveness of the ad in the vehicle 14-11 Factors that Increase Attention Value • Audience involvement with editorial content or program material • Specialization of audience interest or identification • Number of competitive advertisers • Audience familiarity with the advertiser’s campaign • Quality of advertising reproduction • Timeliness of advertising exposure 14-12 Methods for Scheduling Media Continuous schedule • Advertising runs steadily with little variation Flighting • Periods of advertising are alternated with periods of no advertising at all Pulsing • Mixing continuity and flighting strategies 14-13 Methods for Scheduling Media Bursting • Promoting high-ticket items that require careful consideration Roadblocking • Buying simultaneous airtime on all four television networks Blinking • Advertiser floods the airwaves for one day on cable and network channels to make it impossible to miss the ads 14-14 Media Buyer • Responsible for negotiating and contracting the purchase of ad space and time in various media – Selection of medium for advertising • Software programs - Help save time, resulting in increased productivity and efficiency 14-15
